Maybank Auto Dealer Portal
(Singapore)
Agile UX
Design System
User Interview (Dealers & Bank Staff)
Usability Testing
The project was designed to strengthen Maybank Singapore's automotive financing ecosystem by delivering a seamless end-to-end digital experience. In addition to streamlining dealer onboarding and financing applications, the platform supported customer acquisition through integrated cross-selling opportunities for insurance, credit cards, and account opening.
As a UX Designer, I designed intuitive user journeys that simplified complex operational workflows and enhanced the experience for relationship managers, dealers, and customers.
Auto Ecosystem
Mobile Responsive
Initiates the auto application, onboards customers, & provides real-time status updates.
M2U Web
The hirer & guarantor submit the online application via the M2U website, receiving instant approval.
Dealership Super Admin
Oversee & manage auto loan applications, floor stocking, block discounting, and salesperson user access.
The Maybank Singapore Auto Dealer Portal was recognised with the Digital CX Awards 2026 – Excellence in Customer Service Innovation (Southeast Asia) by The Digital Banker.
• Challenges & Opportunities
Identified key challenges and opportunities through comprehensive user interviews with dealerships and staff, spanning across principal distributors, used car dealerships, and parallel import dealerships. These insights shaped the foundation for the design strategy.
• Design System Creation
Developed a complete design system for the responsive web portal, including wireframing and prototyping. This system ensured a consistent, intuitive, and scalable user experience across all digital touchpoints.
• Usability Testing
Conducted and moderated physical usability testing sessions with stakeholders from used car dealerships, car distributors, and credit agencies. High-fidelity prototypes were tested to evaluate usability and gather feedback.
• Synthesis & Refinement
Synthesized the results of usability testing and applied the findings to refine and enhance the prototype, ensuring a more user-friendly and efficient final product.
